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Chapter 18 – Advertising, sales promotion, and public relations. After reading chapter 18, you should be able to: Explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media.
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-1 Explain the differences between product advertising and institutional advertising and the variations within each LO 18-2 Describe the steps used to develop, execute, and evaluate an advertising program LO 18-3 Explain the advantages and disadvantages of alternative advertising media 182 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO 18-4 Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions LO 18-5 Recognize public relations as an important form of communications 183 WHAT IS THE KILLER APP OF ADVERTISING? TELEVISION! 184 TYPES OF ADVERTISEMENTS LO 18-1 PRODUCT ADVERTISEMENTS Advertising Product Advertisements • Pioneering (or Informational) • Reminder • Competitive (or Persuasive) • Reinforcement • Comparative 185 LO 18-1 DiGiorno, Fidelity, and Dove What is the type and purpose of each ad? 186 LO 18-1 Dial Soap What is the type and purpose of this ad? 187 TYPES OF ADVERTISEMENTS LO 18-1 INSTITUTIONAL ADVERTISEMENTS Institutional Advertisements • Advocacy • Pioneering Institutional • Competitive Institutional • Reminder Institutional 188 LO 18-1 Chevron and Bridgestone What is the type and purpose of each ad? 189 LO 18-1 Got Milk? and U.S Army What is the type and purpose of each ad? 1810 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Consumer-Oriented Sales Promotion Coupons 1840 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Deals 1841 SALES PROMOTION LO 18-4 CONSUMER-ORIENTED SALES PROMOTION Premiums • Self-Liquidating: Free Toy in Happy Meal • Deal-Prone & Value Seeing Consumers 1842 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Contests 1843 SALES PROMOTION LO 18-4 CONSUMER-ORIENTED SALES PROMOTION Sweepstakes • Value-Based Prizes • Experience-Based Prizes 1844 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Samples 1845 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Loyalty Programs 1846 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Point-of-Purchase Displays 1847 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Rebates 1848 LO 18-4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Product Placement 1849 SALES PROMOTION LO 18-4 TRADE-ORIENTED SALES PROMOTION Trade-Oriented Sales Promotion Allowances and Discounts • Merchandise Allowance • Case Allowance • Free Goods Finance Allowance Floor Stock Protection Freight Allowance 1850 LO 18-4 SALES PROMOTION TRADE-ORIENTED SALES PROMOTION Cooperative Advertising Training of Distributors’ Salesforces 1851 PUBLIC RELATIONS LO 18-5 Publicity Tools • News Release • News Conference • Public Service Announcement (PSA) 1852 LO 18-5 INCREASING THE VALUE OF PROMOTION Building Long-Term Relationships Self-Regulation 1853 VIDEO CASE 18 GOOGLE, INC.: THE RIGHT ADS AT THE RIGHT TIME 1854 ... Comparative 18 5 LO 18- 1 DiGiorno, Fidelity, and Dove What is the type and purpose of each ad? 18 6 LO 18- 1 Dial Soap What is the type and purpose of this ad? 18 7 TYPES OF ADVERTISEMENTS LO 18- 1 ... Institutional 18 8 LO 18- 1 Chevron and Bridgestone What is the type and purpose of each ad? 18 9 LO 18- 1 Got Milk? and U.S Army What is the type and purpose of each ad? 18 10 LO 18- 2 DEVELOPING... Budget 18 11 FIGURE 18- 1 The Super Bowl delivers a huge audience if you can afford the cost of placing an ad 18 12 MARKETING INSITE LO 18- 2 See Your Favorite Super Bowl Ads Again, and Again! 18 13